Is the internet throwing a giant sized wedge into the generational divide?

By November 10 2008, 7:27 pm 4 Comments
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I apologise for the sweeping generalisations in this article because I’m not going to report facts or figures, I just want to voice an opinion based on my observations.

The recent fuss made over Russell Brand and Jonathan Ross’ prank calls highlighted the incredible divide between generations; on one hand some of the older demographic were outraged, while the younger demographic appeared happier to accept an apology and move on. While it’s nothing new for generations to disagree, particularly on what is and isn’t acceptable behaviour, this is one of many examples that makes me think the divide runs deeper now than it did before.

One of the top reasons for this deeper divide I’m witnessing must be the internet. Younger demographics adopt new uses of conversational technology quicker – while I can’t reel off stats, I’m fairly confident that the proportion of over 40′s using Facebook, MySpace and Blogs isn’t bigger than the under 40 age group. Everyone uses text messages, but no one texts more than younger demographics. There is one notable exception I am aware of: email. This is one form of social media that everyone uses, from my mum to my sister (at 93 my gran wants email too, but her nursing home doesn’t have WiFi). Through necessity and simplicity email has vaulted over the generational valley, but I’m willing to bet its use is very different.

Whether older people have fewer opportunities to learn about new technology, or whether they would simply prefer to be chatting in person than reading status updates, younger people are now in more immediate and informed touch with each other. They discuss topics and form opinions quickly. I believe that while technology is increasing the visibility of this phenomenon, it is now doing more than just increasing awareness. And this is one of the reasons why younger people were ‘over’ the Brand / Ross debate faster. They knew all of the details, heard the calls, laughed with friends and moved on while older groups were receiving the first, selective ‘shock’ information from the press.

Will it be like this forever? No. Nintendo and Apple are making seemingly impenetrable media simple to use, no matter the age. My dad, in his early 60’s was never interested in my Playstations, PCs or dare I say it, Spectrum. He barely batted an eyelid when an article of mine went on a website with 1 million unique visitors a month, but was impressed by my name being printed on a business card. No, he does not get or have any interest in technology. Yet give him a Nintendo Wii and he’s beating his daughter up in a virtual boxing game. Give him an iPhone and he’s pressing icons, sliding pictures and watching YouTube.

While there always has been and always will be a generational divide and, I believe, the internet has made it larger, it can be repaired. As a friend, Marcos, recently said: “geeks make ugly technology”. This, in my experience, has always proven to be 100% true. As Nintendo, Apple and even the BBC iPlayer are proving, design and usability are now even more important for this reason – they make content accessible to anyone.

Have you noticed the bridge between the generation gap get smaller as internet technology develops? Do you know of any social networking sites for older people? Does any of this really matter to marketers when you can use demographic targeting?

  • Mike Page

    Nice article, and in the main I must agree.

    However, there’s one bit that doesn’t sit with me quite right. Email. Sure, nearly everyone uses it or wants to use it. The big one is how they use it or the frequency at which they use it.

    My step daughter is a typical teenager. Moody, stroppy and always knows best, even when there’s a pile of evidence and facts against her view. Like I said – a typical teenager. She only uses email as a communication of last resort. If her friends are not on MSN, then out comes the mobile to text them. If that fails (because of lack of credit usually), then it is email she resorts to. And it’s soooo rare than the former 2 methods of communication fail the email is something of a dinosaur to her.

    Then there’s her mother. Primary channel of comms – the land line. Email is for getting in touch with companies after hours – requesting information or to have a rant.

    As for me… Email is what I do at work. Text is for checking nights out venues haven’t changed at the last minute while I’m on the bus. At home it tends to be message boards, forums and the like. I work in the online arena, so I’m fully au fait with blogs, IM, social media and all that – it’s just I choose not to immerse myself in it.

    So, IMHO, while email is pretty much ubiquitous, it’s usage is split depending on what you have been brought up with being comfortable using.

  • Claire Foss

    That’s a really interesting piece – particularly the idea that as technology gets more attractive, more people – and older people will use it.

    I guess that’s the thinking behind all those Nintendo DS ads featuring the famous families, as well as the Sky+ ads with Michael Parkinson and Ross Kemp talking about his Gran et al – Sky trying to convince regular people that technology like Sky+ is not like programming the video recorder (ie difficult, something, as the cliche goes, older people ask their kids to help with!), but actually very easy.

  • NICKI LYNAS

    get your granny an iphone!

  • Sophie Trinder

    Iphones, Sky+ and the BBC I player work for the older generations as they give something back to them, more than facebook or myspace does – content they want to look at. I can’t see my grandma going on Myspace as she is not interested in looking at future gigs for Friday night out but I can see her using BBC I player to catch up on the history programmes. She does in fact love to email too!

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